According to Green Pearls, 2025 proved to be a challenging year for sustainable tourism, with political and economic pressures causing sustainability to lose priority for parts of the market. Against this backdrop, the organisation reinforced its core mission of supporting and showcasing accommodation providers and businesses that continue to invest in responsible tourism practices.
Providing visibility and strengthening its international community remained central to Green Pearls’ activities throughout the year. The platform focused on amplifying the voices of sustainability-focused pioneers, positioning them as reference points at a time when long-term environmental and social commitments are under increased pressure.
A key industry development highlighted by Green Pearls is the growing influence of AI-driven search, including large language models and tools such as ChatGPT and Google AI Mode. These technologies are changing how users search for travel information, with longer and more specific queries becoming more common. At the same time, answers are increasingly delivered directly within AI interfaces, reducing reliance on traditional search result clicks.
For sustainable hotels and tourism businesses, this shift places greater emphasis on content quality, credibility and clarity. Green Pearls notes that while classic search engine optimisation remains important, visibility within AI-generated responses is becoming equally critical. This requires authoritative, well-structured content that clearly communicates sustainability measures and business values.
With more than a decade of experience, curated editorial content and a strong focus on optimisation for users, search engines and AI systems, Green Pearls positions itself as a partner that helps sustainable businesses remain visible in this evolving digital environment.
In parallel, Green Pearls expanded its network beyond accommodation providers. As of December 2025, the platform now includes selected companies and brands from across the travel and lifestyle sectors, reflecting a broader approach to sustainability.
“Sustainability is no longer a single segment, but a joint task across industries,” said Stefany Seipp, founder and managing director of Green Pearls, announcing the launch of Curated by Green Pearls. She added: “By opening up our network, we are creating new synergies and demonstrating the diversity of sustainable travel today – from hotel rooms to the furnishings within them.”
Looking ahead to 2026, Green Pearls plans to further grow its network, enhance the international visibility of its members and continue refining its digital and content strategies. The focus will be on positioning sustainable partner businesses more effectively in global markets, increasing their presence in relevant digital channels and reinforcing awareness of holistic sustainable travel.
Green Pearls confirmed that it will resume availability for editorial topics and discussions on joint projects from 5 January 2026, as it enters what it describes as a new phase focused on visibility, collaboration and innovation within responsible tourism.
Tags: sustainable hotels tourism businesses Stefany Seipp, Green Pearls